| What do Klingons, giant rubber bands, and
monster trucks all have in common? They hold the fascination of every male on the planet -
and they make frequent appearances on Spike TV. Spike TV, which totes itself as a network
for men, is the perfect example of the power of knowing your audience and giving them what
they want.
In one week of watching Spike TV you can expect to see
poker, ultimate fighting, demolition derbies, cop shows, kung fu movies, school bus figure
eight racing, pyrotechnic explosions, Klingons, customized cars, Chairman Tamori, giant
rubber bands, sports superstars, Captain James T. Kirk, video game awards, Japanese trivia
shows, dating competitions, MacGyver, and monster trucks. And that is only a partial list
of what Spike TV offers men.
When it comes to your small or home business, knowing your
audience, giving them what they want, and letting them know it’s there for the buying
are essential steps to establishing a consistent income.
Knowing Your Audience the Spike TV Way
The creators of Spike TV saw an opportunity in the
television industry to create a network marketed toward a huge, almost completely
neglected demographic of men. By creating a product men would be interested in (did I
mention MacGyver?) and packaging it to succeed, they paved the way to truly become the
“first network for men.” Follow these steps to find out who your audience is and
what their habits are.
First, categorize your potential customers or clients
according to their similarities.
You may create these groups based on age, socioeconomic
status, gender, political activity level, or any other characteristic that is relevant to
your business. Group your potential clients and customers based on characteristics they
actually possess, rather than on features you would like them to have or that you think
they should have. Just because men should be interested in keeping the kitchen clean does
not mean Spike TV should create a show all about dish soap.
Second, distinguish between the categories of your
customers that will purchase what you’re selling and those that will not.
When all is said and done, your business relies on the
revenue customers generate to stay in business. If no men watched Spike TV it would not
still be a viable, thriving network. It may be helpful, if you have the resources, to
identify which categories of your customers might not buy right away, but may come back
and purchase later.
Finally, discover how your customers will use or purchase
your product.
Spike TV no doubt was faced with the challenge of providing
quality service to both Sci-Fi fans and Demolition Derby junkies. Some of your customers
may purchase your product based on impulse, while others may be converting from one of
your competitor’s products. Still others may need information, testimonials, and a
personal relationship with you before they spend money. Catering to your individual
customers (by identifying categories and marketing to the ones that will buy what
you’re selling) increases the likelihood that they will return the next time they
need your services.
Knowing your audience and meeting their individual needs
can be the difference between barely scraping by and buying a yacht – or a school bus
figure eight racing track of your very own. |
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